Bentley Systems

Lifecycle Marketing Manager

Bentley Systems • $95K — $115K *
Denver, CO 80219In-Person
Business Services
5 - 7 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 5+ years in lifecycle marketing, customer marketing, or CRM marketing expertise.
  • Experience managing multi-stage customer journeys for retention or expansion.
  • Proficient in Marketo with hands-on program building skills.
  • Strong knowledge of customer segmentation, personalization, and behavioral targeting.
  • Analytical mindset with experience in performance reporting and cohort analysis.
  • Excellent project management abilities and communication skills.
  • Bachelor's degree in Marketing, Business, or related field.

Responsibilities

  • Own the lifecycle marketing roadmap from onboarding to win-back.
  • Map detailed customer journeys by persona and product usage.
  • Define contact strategies and governance for customer communications.
  • Develop frameworks for segmentation and personalized messaging.
  • Translate business growth objectives into measurable program goals.
  • Build automated journeys and nurture streams in Marketo.
  • Coordinate messaging across various channels for lifecycle engagement.

Benefits

  • Inclusive team culture and supportive work environment.
  • Opportunity to work in a leading software company impacting global infrastructure.
  • Attractive benefits package supporting colleague well-being.
  • Commitment to diversity and inclusion through global initiatives.
  • Engagement in meaningful projects that contribute to sustainable world development.
Full Job Description
Location: Denver, Colorado (Hybrid)

Position Summary:

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle marketing programs. The role is accountable for how customers are engaged from the point of purchase through onboarding, activation, adoption, retention, and expansion, and for translating that lifecycle into a coordinated program of cross-channel communications with measurable business impact.

Working across Product Marketing, Product, Customer Success, Sales, Marketing Operations, and Analytics, you will define lifecycle journeys and audience segmentation, and build and maintain the programs that deliver them. The position calls for equal fluency in program strategy, marketing automation, and performance analysis.

Responsibilities:

Lifecycle Strategy and Program Ownership
  • Own the customer lifecycle marketing roadmap spanning onboarding, activation, adoption, engagement, retention, renewal, cross-sell, and win-back.
  • Map customer journeys by persona, lifecycle stage, and product usage, identifying the moments where marketing intervention changes outcomes.
  • Define the contact strategy and communication governance that determine cadence, channel priority, and message hierarchy across the customer base.
  • Develop segmentation and personalization frameworks grounded in behavioral, firmographic, and product usage data.
  • Translate business objectives for adoption, retention, and expansion into program-level goals, forecasts, and reporting commitments.

Cross-Channel Program Execution
  • Build and maintain automated customer journeys, nurture streams, and triggered campaigns in Marketo.
  • Coordinate lifecycle messaging across email, in-product and in-app communications, web, and paid retargeting where appropriate.
  • Partner with Product Marketing and Customer Success to define messaging, offers, and content requirements for each lifecycle stage.
  • Perform end-to-end quality assurance on emails, landing pages, forms, data flows, and automation logic prior to launch.
  • Maintain database health, subscription preferences, suppression logic, deliverability, and compliance with regional privacy requirements.

Measurement and Optimization
  • Define and report the metrics that govern lifecycle performance, including engagement, activation, product adoption, retention, churn risk, expansion, and customer lifetime value.
  • Build and operate a testing roadmap covering audience, offer, creative, timing, and channel.
  • Analyze cohort and program performance and convert findings into a prioritized set of program changes.
  • Support lifecycle scoring and customer health models in partnership with Marketing Operations and Analytics.
  • Establish scalable, documented processes and standards for lifecycle marketing across regions.


Qualifications:
  • Five or more years of experience in lifecycle marketing, customer marketing, CRM marketing, or marketing automation, including ownership of programs from strategy through execution.
  • Demonstrated experience designing and operating multi-stage customer journeys tied to retention or expansion goals.
  • Hands-on proficiency with Marketo, including program build, smart campaign logic, and administration.
  • Strong command of segmentation, personalization, and behavioral targeting.
  • Analytical fluency, including performance reporting, cohort analysis, and test design.
  • Excellent project management and cross-functional communication skills.
  • Bachelor's degree in Marketing, Business, Communications, or equivalent experience.


Preferred Qualifications:
  • Experience with Salesforce CRM and connected marketing data models.
  • Experience in B2B SaaS, subscription, or enterprise software environments.
  • Experience with in-product or in-app messaging tools.
  • Experience with ON24 or another enterprise webinar platform.
  • Familiarity with customer health scoring, churn modeling, or lifecycle analytics.
  • Experience operating global programs across multiple regions and languages.


What We Offer:
  • A great Team and culture - please see our colleague video.
  • An exciting career as an integral part of a world-leading software company providing solutions for architecture, engineering, and construction - watch this short documentary about how we got our start.
  • An attractive salary and benefits package.
  • A commitment to inclusion, belonging and colleague wellbeing through global initiatives and resource groups.
  • A company committed to making a real difference by advancing the world's infrastructure for better quality of life, where your contributions help build a more sustainable, connected, and resilient world. Discover our latest user success stories for an insight into our global impact.


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About Bentley Systems

Bentley Systems, Incorporated is an American-based software development company that develops, manufactures, licenses, sells and supports computer software and services for the design, construction, and operation of infrastructure. The company's software serves the building, plant, civil, and geospatial markets in the areas of architecture, engineering, construction (AEC) and operations. Their software products are used to design, engineer, build, and operate large constructed assets such as roadways, railways, bridges, buildings, industrial and power plants and utility networks. The company's software products are used by professionals such as engineers, architects, geospatial professionals, constructors, and owner-operators. Bentley Systems employs more than 4,000 people, generates annual revenues of more than $700 million in 170 countries, and has invested more than $1 billion in research, development, and acquisitions since 2014.
Learn more about Bentley Systems
Size
4,000 employees
Market Cap
$10.5 billion
Industry
Manufacturing & Automotive
Net Income
$126.5 million
Founded
1984
5 Year Trend
+36.6%
Revenue
$801.5 million
NASDAQ
BSY
* Ladders Estimates

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